Reference no: EM133118176

1. Read the opening story about Dunkin Donuts (chapter 7) and identify at least three types of marketing research that Dunkin used. Are they quantitative or qualitative research? Hint: Read the marketing research chapter (7) before answering.

2. Brand loyalty posting

Access this link: https://timcalkins.com/branding-insights/beer-and-the-power-of-branding/

read the content here at this site. Define brand insistence and do you think it is the same as product loyalty. What role do feel that brand awareness and loyalty played in the tasters' rating of the beers at this site.

3. Read the information on Nike at the link below. What benefits will Nike achieve by selling these products direct instead of through the normal indirect channels (retailers)? Do you feel that this is a good distribution decision. Please justify your response.

Nike Direct Channel

https://brandchannel.com/2016/12/05/nike-hyperadapt-dtc-sales-120516/

4. Unique Sales Promotion

Sales promotion is one of the 4 promotion mix variables that organizations can use to communicate, and control consumers' behavior. They can be directed at consumers, the trade (retailers, wholesalers, agents, brokers), and a firm's salesforce. The Kohl department store has a very successful promotion in the form of Kohl's cash. For every $50.00 consumers spend, they generate $10.00 in Kohl's cash which normally can be used a week later. A consumer who spends $100.00 before sales taxes will receive $20.00 in Kohl's cash. Initially, Kohl drives the consumer in the store with a high value coupon worth between 15-30%. Then drives most back into the store a week later to spend the Kohl's cash. Naturally, most consumers spend more money than what they have in Kohl's cash. Please describe a unique sales promotion (consumer, trade or salesforce) that you are aware of. Indicate who it is directed at and its effects. Why do you think that it is successful? Make sure that your posting is unique.